Megogo has announced a partnership with the technology and entertainment company HOLYWATER to integrate popular vertical-format series into its mobile application.

The collaboration launches with three titles already available to Megogo subscribers in the mobile app's "Short dramas" section. The content is specifically adapted for smartphones and tablets and is accessible to users with "Easy," "Optimal," "MEGOPACK," "MEGOPACK Y," and "MEGOPACK N+S" subscriptions.
The initial lineup features three hit vertical dramas: A Match Made in Hell, Billionaire Disguised as a Gigolo, and Pretend You Love Me.

These fast-paced melodramas star popular Ukrainian actors such as Nazar Grabar, Artem Plonder, and Sasha Anika. Designed for modern viewing habits, each episode is just 1-2 minutes long, with complete storylines spanning around 60+ episodes. The series, which have gained significant popularity in the U.S., were fully produced in Kyiv by the Ukrainian team AMO Pictures. For Megogo users, all content features Ukrainian dubbing and subtitles, allowing for convenient viewing without sound in public spaces.

"We are the first OTT service in Ukraine to officially integrate vertical series into a subscription package, and we continue to experiment with content," said Maria Panchenko, Content Director at Megogo. "Partnering with HOLYWATER is a logical step in this strategy, as it is a leading Ukrainian company and one of the world's most successful in the vertical series segment. We also hope that familiar Ukrainian faces like Nazar Grabar will attract additional audience attention."

HOLYWATER is a key global player in the vertical streaming market, valued at an estimated $8 billion. The company has established strategic partnerships with major players like FOX Entertainment in the U.S. and the Spanish-language content studio Elefantec Global.

"Vertical streaming is a format that aligns with changing consumer habits and mobile viewing scenarios," commented Yuliya Chorna, Business Development Lead at HOLYWATER. "For us, it's important that vertical series move beyond native apps and become part of the classic OTT platform ecosystem. The partnership with Megogo is an example of how this format is integrating into the broader media market and becoming mainstream."

HOLYWATER is a technology company creating entertainment products at the intersection of human creativity and artificial intelligence. Its ecosystem of products, including the vertical streaming app My Drama, reaches over 60 million users globally. In 2025, HOLYWATER was named one of Europe's fastest-growing startups by Sifted, and My Drama won the Webby Awards People's Voice award for best streaming service of the year.